APRIL 2025: Splendid Communications has been appointed to lead on a social media brief for second-hand marketplace Gumtree. Splendid will be responsible for delivering strategy and video content for the brand on Meta and YouTube.

The campaign, featuring home renovation creators, will re-energise Gumtree’s brand identity as the go-to platform for second-hand buying and selling, the destination for all things for the Home, making every transaction effortless and secure. The content will highlight how Gumtree speaks to their consumer’s main needs: cost consideration and breadth of choice, as well as highlighting the range of categories, goods and services available on the platform.

Gumtree is on a mission to communicate the benefits of second-hand purchases through creative that drives brand awareness and relevance with millennial and gen x audiences, seeking to retain and regain users who find themselves shopping in a crowded market. Splendid will focus on identifying brand ambassadors on social media to showcase the breadth and relevance of Gumtree across a number of lifestyle touchpoints, along with content development to produce assets for the brand’s paid social investment to reach 30+ year olds.

Mary Michaels, Digital Marketing Manager at Gumtree comments: “We were impressed with the detail and speed by which Splendid rose to the challenge we brought to them. The plan was tailored to our very specific business needs, maximising and pushing our budget as far as it can go, and all within the confines of a tight deadline. They helped identify strong influencer partners in a highly competitive and oversaturated market and our team cannot wait for the campaign to go live.”

Jennie Cox, Social Media Director at Splendid Communications says: “We’re delighted to be working with Gumtree. The in-house team are full of energy with a clear appetite to get Gumtree front of mind for pre-loved shoppers. The brand is a fantastic addition to our social media client roster.